Dressire x Designers : Nida Mahmood

nida mahmood.jpg


Named as “The Queen of Kitsch” by the media, Nida Mahmood’s designs have introduced or rather re-introduced Indian culture with a fun and colourful, contemporary twist to the fashion world.

bohemian tamasha

Bohemian Tamasha

“The brand has a strong artistic veneer. It’s about orchestrating and delivering a total experience based on a deep understanding of what the consumer wants. The brand delivers an experience that’s positive, memorable, and unexpected. In the fast-moving world of consumer goods, the opportunity for direct consumer experience with the brand is minimal. That is why NIDA MAHMOOD, design studio’s way of thinking about design— focuses on simple aesthetics and technical aspects—giving way to a global design strategy based on the totality of the brand experience.”


Image courtesy Naina Redhu 


Image courtesy Naina Redhu

“The label epitomizes her design philosophy “art translated” in more ways than one. It embodies a unique look- that which breaks all boundaries, which believes in combining disharmonious elements together into a unified whole. Embroideries are blended “harmoniously” with experimental details to achieve the look. It will not be wrong to say that the label is a balanced mix of “the classic with street”. Determined to bring individualistic ideas to the forefront, marrying whimsical styling with old fashioned design.”



Image courtesy Naina Redhu 

How would you describe your brand?

The brand Nida Mahmood represents India Cool. It is deeply rooted in the Indian culture but we speak a very contemporary stylized language.


Image courtesy Naina Redhu 

What is the inspiration behind your designs?

I am inspired by all things Indian –  the streets, the nooks and crannies, crows and cows, the colloquial language, the culture and its people – they all inspire my work.



What are the key elements for you when designing a collection for each season?

The most important starting point is detailed information into the silhouettes and colors that are in trend in that particular season. The concept ofcourse deigns the collection but it’s strongly guided by the two factors above.


Image courtesy Intoxicated Fashion


What is the biggest lesson that you have learned since you started your company?

Focus is the most important ingredient for success. One needs to be a quick learner if one wants to be an entrepreneur because they need to know so many different aspects of business to be able to run a brand.

bombay bioscope

Bombay Bioscope
What challenges did you face when launching your brand?

The biggest challenge for any startup is finances. I faced the same issues. This is a very intensive industry hence it is very hard for any individual to find success without investing a lot of money. I grew organically and steadfast.


Basanti Foxtrot

What are your plans for the future?

Launching a parallel brand and many interesting collaborations, exploring wedding design.

What do you think are the keys to professional and business success for women in India?

Staying focused on the end result that one desires is key to the success of any business. Creating a road map is vital in order to be able to channelize one’s talent and vision towards a proper goal.

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What advice would you give to young women readers who want to follow a similar career path as you?

Being steadfast and gritty is most important. Success doesn’t come the next day. It is a tough industry hence perseverance is very important. Focus on individual flavour of design helps create a unique brand ethos.


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Santa Banta


Sadaak Chaap

boh tamasha

Bohemian Tamasha

For more information on the brand, check out http://www.nidamahmood.com

If you would like us to feature your label, please send us an email at contact@dressire.com



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